Strategy Slide Deck · OFF-GRID Battersea

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Battersea · Launch 2026 · Strategy Deck

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Confidential

View 01 · Income Streams

Commercial Traffic Framework

Verified landlord estate data (2024–2026) — estate-wide footfall narrowed to hyper-local density.

15.0M

per annum

Annual Total Site Visitors (2026 Projected Target)

12.8M → 14.5M → 15.0M

119,231

per week

Circus West Village Validated Weekly Footfall

6.2M / year combined

600k+

per month

Peak Summer Monthly Footfall (Aug/Sep)

Q2–Q3 resilience

350k–400k

per month

Quiet Winter Monthly Floor (Jan/Feb)

Year-round floor

Hyper-local density data

3,500+

Permanent Estate Residents

2,424 apartments house over 3,500 permanent residents — a dense, habitual local audience right on the doorstep.

c. 4,200

Active Desk Workers

c. 4,200 desk workers across 70+ businesses, led by Apple’s European HQ (c. 3,000 employees), SharkNinja (640), Foster + Partners (350) and Team Lewis (120).

70+ firms

Headline Anchor Employers

Apple European HQ (c. 3,000), SharkNinja (640), Foster + Partners (350) and Team Lewis (120) make up the core weekday workforce on the estate.

+300 homes

Phase 3C Expansion (Upcoming)

Phase 3C adds a 65,000 sqft hub and 300 apartments, expanding the local audience further.

View 01 · Income Streams

Weekly Visitor Volume — Separate & Combined

Switch between Conservative, Base and Upside scenarios to compare weekly visitor volumes for each site and in total, benchmarked against proven single-operator figures on Arches Lane.

Base Scenario · Steady Run-Rate Target via City-Wide Draw

Site 1 Weekly Guests

Boutique Social (Arch 1), The Lab, FOH Cafe, Mezzanine Co-Working & Concept Retail

4,500/ wk

Site 2 Weekly Guests

Aether Gallery (Arch 2), Main Bar (Arch 3), Projection Gaming (Arch 4) & The Yard

6,000/ wk

⚠ Safety buffer — We hold Site 2 at 6,000 rather than the P&L's 7,343 to protect the 50-person hourly cap in Aether and the 90-minute gaming block turnarounds. This keeps the guest experience clean and prevents overcrowding in the LiDAR tracking zones.

Combined Venue Complex Weekly Total

Base Scenario · on the shoulder of P&L 11,401

10,500/ wk

Base of 10,500 / wk sits just below the P&L's 11,401 baseline — driven by pan-London digital pull rather than passing footfall.

Site 1 Cross-Pollination Yield

Daytime FOH cafe and Mezzanine co-working visitors convert into evening Lab ticket sales, lifting spend per guest above what a single-use hospitality venue achieves.

Corporate Buyout Presetsup to £7,500 / 2-hr window

Corporate buyouts in The Lab yield up to £7,500 per 2-hour window, filling quiet midweek daytime slots at premium dry-hire rates.

Guaranteed Licence Stream£36,000 pa risk-free

FOH Analogue Kits and Mezzanine Vinyl/Poster units generate a guaranteed £36,000 pa licence fee — entirely independent of footfall.

Investor comparison

Single-Concept Metric

8,000–12,000 / wk each

A single restaurant on Arches Lane — such as Roti King or Tonkotsu — draws 8,000–12,000 customers per week on its own.

Multi-Arch Ecosystem Metric

4,500 + 6,000 / wk

City-wide digital and content marketing lets off-grid. target a Base capacity of 10,500 weekly guests — Site 1 at 4,500 and Site 2 at 6,000 — in line with the P&L baseline targets.

Pan-London Safety Buffer

10,500 / wk combined

Pan-London digital funnels pull high-intent visitors from across the city rather than relying on passing footfall alone. We hold our target at 10,500 rather than the P&L's 11,401 as a deliberate safety buffer — preventing overcrowding and protecting the timed guest experience in Aether Gallery and Arch 4.

View 01 · Income Streams

The 80/20 Visitor Attribution Loop

Rooted in the landlord's active estate calendars — a secure organic base with incremental destination growth.

80% · Organic Base

Securely insulated by daily estate habits

The 80% organic base comes from the 3,500 residents and 4,200 office workers using Arch 1 workspace, the FOH cafe and Arch 3 Main Bar as part of their daily routines — regular, reliable demand that underpins the model.

20% · Destination Uplift

Incremental commercial upside engine

The 20% destination uplift comes from ticketing and major estate events. The CelebrASIA festival drew 176,094 visitors over a single weekend (6 Sep 2025) and the Glide Ice Rink sells 175,000 tickets each Christmas. Our Aether timed entries, Elrow/Homebass terrace raves and cultural programming tap into this spending pool — incremental high-margin revenue that a standard bar or restaurant would miss.

Anchor Sponsorship Context

Christmas / Winter alignments

Winter sponsorship aligns with BPS’s Christmas attractions — the Glide ice rink, the Kylie Minogue illumination switch-on and her exclusive holiday wine range pop-up bar inside the Power Station.

View 01 · Income Streams

Primary Revenue Channels

How visitor traffic converts across core revenue channels.

F&B Covers & Wet Sales

Daily

Recurring core

Daily food and beverage covers plus high-margin wet sales across every bar on site.

The volume driver of the venue. Arch 3 (The Main Bar) and The Yard Container Bar power beverage sales across both sites — steady all-day trade seven days a week that covers fixed operating costs.

Why it matters

Arch 3 Main Bar & Yard Container Bar drive cross-site wet-sale margins

Ticketing (Art, Music & Workshops)

Event-led

Variable premium

Timed-entry admissions and evening event ticket lines.

Revenue spikes around programming and headline nights. Spend per head is higher than walk-in trade, and pre-booking gives early visibility on demand for staffing and stock planning.

Why it matters

High spend per head on programmed nights

Corporate & Private Event Bookings

Booked

High value

Full-venue and partial-zone hire for corporate and private clients.

The highest-value transactions in the model. A few bookings can match weeks of walk-in revenue, and they typically land midweek when public demand is quietest — filling the calendar where it matters most.

Why it matters

Largest deal sizes, fills quiet midweek slots

Gaming Revenue (Arch 4)

Hourly

Leisure rental

Large-scale projected retro-arcade booking system in Unit 744.

A destination activity that keeps groups on site longer. Lane hire has strong margin, and extended dwell time drives additional food, drink and add-on spend.

Why it matters

Strong group spend plus knock-on F&B uplift

Memberships

Monthly

Subscription

Neighbourhood Pass and tiered membership subscriptions.

The most predictable revenue line. Monthly fees build a loyal local base, increase visit frequency and create income that can be forecast reliably in advance.

Why it matters

Predictable, recurring committed income

View 01 · Income Streams

Primary Revenue Channels (cont.)

Retail, licensing and high-margin brand partnership lines.

FOH Cafe Retail (Analogue Kits)

45% COGS buffer

Retail · 45% COGS buffer

Front-of-House cafe retail selling premium branded 'Analogue Kits'.

Daytime FOH cafe retail selling branded 'Analogue Kits' — homeware, diaries, notebooks, terrariums, incense and candles. Modelled at a 45% COGS buffer for forecasting.

Why it matters

45% safe baseline COGS model allocation

The Mezzanine Store

£1,500 / mo

Licence fee

Independent Mezzanine 'Vinyl & Vintage Poster Store'.

An independent 'Vinyl & Vintage Poster Store' on the permanent Mezzanine level, selling music records, zines and vintage prints. Runs on a straight licence fee of £1,500 per month (£18,000 pa) — no inventory overhead.

Why it matters

£18,000 pa base licence fee, no inventory overhead

Brand Partnerships

Annual

Sponsorship

Tiered brand sponsorship and activation packages across the venue.

Target of £1.15M pa, benchmarked against Outernet London’s ~£18M run rate. High-margin income — brands pay to reach the audience the venue already attracts.

Why it matters

£1.15M pa target, high-margin sponsorship

View 01 · Income Streams

Ticketing Personas

Consumer targets, ordered by volume and spend.

The Local Estate Anchor

High Volume / High Frequency / Standard Dwell Spend

Affluent SW London professionals, estate residents, fitness communities and local remote workers aged 24–45. They use the space for morning coffee and co-working, casual business lunches and post-work cocktails in Arch 3. Core SW11/SW8 audience.

The Core Nightlife Traveler & Music Seeker

Medium-High Volume / High Peak Wet Spend

Underground music fans, electronic club crowds and vinyl collectors aged 18–35. They travel from across London for sub-cultural programming, live bands and DJs inside The Lab’s L-Acoustics L-ISA 360° arrays. Room capacity managed to protect the atmosphere.

The Social Competitor & Foodie

Medium Volume / Peak Per-Head Variable Spend

Corporate groups, birthday parties and weekend leisure seekers aged 21–45. They come for time-slot retro gaming in Arch 4, street food from operators like Cue Point and outdoor drinks at The Yard container bar.

The Interactive Tech & Art Immersionist

Medium-Low Volume / Predictable Ticket Yield

Digital designers, architecture and media students, tech professionals and Apple HQ staff aged 21–40. They book timed-entry slots in Aether (Arch 2) to experience Refik Anadol and Quayola exhibitions, or attend interactive brand and culinary workshops in The Lab.

View 01 · Income Streams

Ticket Numbers & Entry Fee Justification

Capacity caps and entry-fee validation against London market midpoints.

Wellness (Morning)

Capped at 25–35 guests (12.5%–17.5% room utilisation) for physical floor mats and movement space.

Workshops (Afternoon)

Capped at 40–60 guests (20%–30% room utilisation) to maintain table space for interactive material.

Live Performance / DJs (Evening)

Capped at 80–130 mid-week, scaling up to 175 on Friday/Saturday peak nights to stay within physical capacity envelopes.

Entry Fee Validation

Benchmarked at or below market midpoints. London boutique wellness averages £16–£22; grassroots poetry/open-mic runs £8–£12; weekend electronic club entries command £15–£25.

View 02 · Programming

Phased Venue Roll-Out & Space Overview

Programming launches with immediate impact in Phase 1 and expands into Phase 2 a few months later.

Phase 1 — The Lab (Arch 1)

Opens Spring

The Lab Performance & Activation Venue
The technological core, powered by L-Acoustics L-ISA 360° spatial audio and LiDAR motion-tracking. It runs the full weekly schedule, from morning wellness (08:00–10:00) to corporate brand workshops (12:00–14:00) and late-night live performance, digital stage design and club nights (18:00–02:00).
FOH Cafe & Specialty F&B
High-end specialty coffee, artisanal day-to-night food and drink, and branded 'Analogue Kits' (homeware, notebooks, terrariums, incense, candles).
Mezzanine Store & Exclusive DJ Pop-Ups
An independent 'Vinyl & Vintage Poster Store'. Rather than passive background listening, the Mezzanine hosts unannounced pop-up DJ sets from surprise headline acts, revealed through targeted social drops to drive immediate local footfall and social reach.

P&L note — passive retail revenue: both retail units run as fixed concessions at £1,500 a month each (£18,000 a year base), delivering £36,000 a year in pure profit with no inventory tracking or staffing cost to OFF-GRID.

Phase 2 — Full Venue Expansion (Arches 2–4 & The Yard)

Opens Early Summer

Arch 2 — Aether Digital Arts Gallery
Twelve daily 1-hour timed slots for immersive art exhibitions, yielding a blended ticket price of £16.50 a head.
Arch 3 — Main Bar
The commercial wet-sales heart, driving cross-site drinking trade from daytime through to late-night student ambassador DJs.
Arch 4 — Games Arena
90-minute group reservations for projected 80s/90s arcade classics (£13 off-peak / £17 peak per player), driving high-volume drink orders straight into Arch 3.
The Yard — 10,000 sq ft Outdoor Courtyard
Open-air festival courtyard with a bespoke Container Bar, street-food residencies (Cue Point on a 50/50 split), daytime-into-night terrace raves and live music stages.

View 02 · Programming

Curated Music & Visual Artist Roster

To make full use of the L-Acoustics 360° spatial audio and LiDAR motion-tracking stack, we are aligning with high-profile UK and international tastemakers.

Music & DJs

Gilles PetersonBradley ZeroBen UFOJoy OrbisonJyotyEliza RoseSHERELLE

Live Music

corto.altoSquidYard ActFloating Points (Live)OvermonoPVASteam DownJazz re:freshed

Plus emerging post-punk and indie bills curated with Music Venue Trust and Bird on the Wire.

Visual & Spatial Artists (360° AV and generative graphics)

Refik Anadol StudioUnited Visual Artists (UVA)Marshmallow Laser FeastFramestoreThe MillField.ioEs DevlinW1 Curates

View 02 · Programming

Seasonal Tentpole Events & Takeover Strategy

Aligning the programming calendar with key seasonal windows drives revenue spikes and captures footfall through London's busiest cultural periods.

Spring · February – March

London Fashion Week & Design Pop-Ups

Private designer showcases, fashion previews and VIP after-parties in The Lab and Mezzanine, earning high-margin corporate venue-hire fees of £10k+ a day.

Summer · June – August

Outdoor Courtyard Festival & Solstice Raves

Liquid Realities exhibition launch in Aether alongside daytime-into-night courtyard raves in The Yard with Elrow, Homebass and Live Nation acts.

Autumn · October

Immersive Halloween AV Takeover

Chrono-Rave dark AV experience across Arch 1 and Arch 2, with live 360° spatial audio electronic sets and dark generative visual takeovers.

Winter · November – December

Festive Undercover Garden & Corporate Christmas

The Yard converts into an undercover festive winter garden, alongside corporate Christmas hires for major local partners such as Apple HQ and high-net-worth residents.

View 02 · Programming

Arch 1 — The Boutique Social - Arch 1 (FOH)

5,000 sq ft multi-level space · FOH cafe retail layer + permanent Mezzanine concept store

Day programme

Casual workspace with a FOH cafe retail point selling branded 'Analogue Kits' (homeware, diaries, notebooks, terrariums, incense and candles). The Mezzanine upper level runs as an independent 'Vinyl & Vintage Poster Store' selling music records, zines and vintage prints.

Night programme

Intimate vinyl-listening lounge and cocktail performance box. The Mezzanine also hosts unannounced pop-up DJ sets from surprise headline acts, revealed on the day through targeted social drops to pull immediate local footfall and social reach.

Curated partners & example acts

NTS RadioRinse FMGilles PetersonBradley ZeroBen UFOAvery Hill

View 02 · Programming

The Lab — The Technological Core — Arch 1

L-Acoustics L-ISA 360° spatial audio arrays + LiDAR motion-tracking

Day programme

Wellness sessions (light therapy, sound healing) and brand/culinary workshops — corporate innovation days, product launches, fashion previews and sensory tasting panels, all using LiDAR motion-tracking and L-Acoustics L-ISA 360° audio.

Night programme

Live performance venue with digital stage design and late-night dancing. Official BFI London Film Festival hub. Residents and guests include Jyoty, Joy Orbison, Dialled In, Shy One, Touching Bass, Yung Singh, SHERELLE and Eliza Rose.

Curated partners & example acts

TriyogaChroma YogaRe:Mind StudiohumLDNFat Buddha YogaFierce GraceHouse of WisdomSoundscapeMandrake Sound HealingRambertSadler's WellsThe MillFramestoreMLF (Marshmallow Laser Feast)Es DevlinUVAField.ioSteam DownJazz re:freshedJyotyJoy OrbisonDialled InShy OneTouching BassYung SinghSHERELLEEliza Rose

View 02 · Programming

Aether — Immersive Digital Arts Experience - Arch 2

Digital arts gallery · 10:00–22:00 daily · 12 × 1-hr timed slots · 50-cap room · blended £16.50 ticket

Day programme

Twelve 1-hour timed slots daily, capped at 50 people per slot. Tickets: £14.00 off-peak (Mon–Wed before 17:00) / £19.50 peak (Thu–Sun evenings), blending to £16.50. Benchmarked against 180 Studios and Lightroom.

Night programme

Rolling exhibitions: Future Textures (launch), Liquid Realities (summer) and Chrono-Rave (winter). Co-produced with United Visual Artists, Refik Anadol Studio or W1 Curates, funded 50% by a hardware partner (Epson or Panasonic) and 50% from advance ticket sales.

Curated partners & example acts

London Design FestivalDezeenLCCTate Modern CurationUnited Visual ArtistsRefik Anadol StudioW1 CuratesEpsonPanasonic

View 02 · Programming

The Main Bar — The Commercial Heart - Arch 3

Cross-site wet-sales driver · premium daytime social to late-night entertainment

Day programme

The commercial engine of cross-site wet sales — daytime coffee, cocktails and casual social trade.

Night programme

Evening entertainment with student ambassador DJs and emerging London selectors mixing house, techno, dub, soul, funk and hip-hop.

Curated partners & example acts

Student Ambassador DJsHouseTechnoDubSoulFunkHip-Hop

View 02 · Programming

The Yard — Industrial Courtyard

10,000 sq ft open-air festival space · 50/50 split layout · bespoke Container Bar

Day programme

Centred on a large bespoke Container Bar for outdoor drinks. Food vendors like Cue Point operate on a 50/50 split, benchmarked against Brat and Koya.

Night programme

Terrace raves from 14:00/15:00 with Elrow and Homebass, plus live stages with Music Venue Trust and Bird on Wire.

Curated partners & example acts

Cue PointBratKoyaElrowHomebassMusic Venue TrustBird on Wire

View 02 · Programming

Games Arena — Leisure Hub - Arch 4

Projected retro-arcade booking system · 90-min group sessions · £13 off-peak / £17 peak pp

Day programme

Time-slot reservations for large-scale projected versions of iconic 80s/90s arcade classics — Pac-Man, Shinobi, Out Run, Tetris, Donkey Kong and Street Fighter. No projection darts or air hockey. 90-minute group sessions at £13 off-peak / £17 peak per player.

Night programme

Late-night group sessions on the projected retro-arcade lanes in 90-minute blocks.

Benchmark & pricing model

Comparable to Fair Game (Canary Wharf), Flight Club and Swingers, all of which run group time-slot formats with predictable per-head yield. Multi-round drink orders flow into the adjacent Arch 3 Main Bar.

Curated partners & example acts

SparkMotion MappingFair Game (Canary Wharf)

View 03 · Spend Playbook

Assumptions

The 80/20 audience architecture underpinning the marketing strategy.

Assumptions · 80 / 20 Audience Split

Switch between a high-frequency local base that covers fixed overheads and a pan-London / international destination audience that drives high-margin upside.

80%

Local Baseline Pool

SW11, SW8 & SW London Radius

High-frequency local base that clears fixed overhead from day one.

View 03 · Spend Playbook

Six-Month Pre-Opening Plan

October 2026 to the Phase 1 public opening on Saturday 10 April 2027: the critical path, the Rhi-Styled retainer, one-off build costs and month-by-month spend.

Critical Path · October 2026 to April 2027

Six months of pre-opening marketing, working back from the Phase 1 public opening on Saturday 10 April 2027. Dates follow the revised Edge Funding critical path, pushed back two weeks and starting in October.

w/c 5 Oct 2026

Engagement signed & data room openEdge / Chris

Kickoff, EIS advance assurance letter confirmed, PR brief issued for the October brand launch. Rhi-Styled Phase 01 Establish retainer begins.

w/c 12 Oct 2026

DD pack and pitch narrative lockedChris / Edge

Three-year model, latest accounts, cap table and KPIs assembled. Crowdcube copy drafted, video treatment agreed and the shoot booked. Tightest single week in the plan.

w/c 19 Oct 2026

Video shoot, photography and holding page buildNick + Rhi-Styled

Crowdfund film shot with Rhi-Styled videographers, stills library captured, Crowdcube pitch submitted for due diligence. Holding page, identity and community sign-up mechanic built. Battersea co-promotion scheduled.

Mon 26 Oct 2026

OFF-GRID brand announcementNick

Coming soon launch plus press. Community sign-up call to action live across press, social, Battersea channels and existing team lists. No mention of the raise: financial promotion rules apply until Crowdcube approves the pitch.

2 – 16 Nov 2026

List build and paid sign-up supportAll

Weekly community content, second press beat and paid media behind the sign-up call to action. Crowdcube due diligence queries cleared in parallel. Crowdcube approval signed off w/c 16 Nov, final asset lock Fri 20 Nov.

Thu 19 Nov 2026

Crowdfund announcement dayEdge

Investment landing page live, warm-up email one to the full list, social rollout and press beat three. Warm-up emails two and three follow on 24 and 27 November.

Mon 1 Dec 2026

Private round liveAll

Twenty-four to forty-eight hours of private access. Cornerstone commitments in on day one, targeting 50 per cent funded before the public round opens.

Tue 2 Dec 2026

Crowdfund public live · two-week runAll

Live campaign management, daily updates, press support and the overfunding decision. Heaviest single month of paid social in the pre-opening plan.

Tue 16 Dec 2026

Crowdfund closesAll

Investor verification, share issue and release of funds run into early January, so treat the money as landing in January rather than December.

Fri 8 Jan 2027

Phase 1 build commencesChris

Build diary content starts: the recurring behind the scenes series from empty railway arches to opening night. Rhi-Styled steps up to Phase 03 Demand and Pre-Launch.

Feb 2027

Full website and booking system liveNick

Booking-ready site replaces the holding page: timed Aether entry, Arch 4 gaming slots, Lab programming, space hire enquiries and CRM. Teaser out-of-home burst lands alongside it.

Sat 27 Mar – Fri 2 Apr 2027

Phase 1 soft launch eventsAll

Invite-only preview week for press, creators, cornerstone investors, estate partners and the waiting list. Live coverage and reaction content shot for the opening push.

Sat 10 Apr 2027

Phase 1 opens to the publicAll

Grand launch saturation across out-of-home, paid social and press. Opening week converts the pre-booked waiting list into footfall.

Month-by-Month Pre-Opening Spend

Every channel, month by month, from the October brand announcement to the April opening. The six-month pre-opening total is £112,285, with a further £26,400 in the April opening month.

October 2026 · Brand announcement

Rhi-Styled retainer (Phase 01 Establish)£1,200
Brand identity completion & guidelines£4,500
Crowdfund film production£8,500
Photography library£1,500
Holding page & sign-up build£1,800
Paid social behind the sign-up call to action£2,500
PR and press office£1,500

Month total£21,500

Six-Month Pre-Opening£112,285 (Oct – Mar)

Opening Month£26,400 (April)

Total To Opening£138,685 to opening

Rhi-Styled Digital Partnership · Phased Retainer

The Rhi-Styled proposal, re-based from an August start to the October 2026 kickoff and the April 2027 opening. Rhi-Styled leads digital strategy, social management, content, community, creators, brand partnerships, paid social and reporting.

01 EstablishOctober 2026£1,200 / mo£1,200Up to 10 social deliverables per month

Digital strategy and monthly planning, Instagram, TikTok and LinkedIn foundations, core content calendar and copywriting, editing from supplied footage, first creator and brand partner mapping, monthly performance overview.

Establish the brand and the systems needed for growth.

02 Audience BuildingNovember – December 2026£1,750 / mo£3,500Up to 14 social deliverables per month

Platform-specific content and recurring formats, ongoing publishing and community management, creator and ambassador outreach, first brand partnership outreach, waiting list growth campaigns, monthly reporting.

Grow awareness and the pre-launch audience through the crowdfund.

03 Demand & Pre-LaunchJanuary – February 2027£2,250 / mo£4,500Up to 18 social deliverables per month

Build diary and programming content, creator, ambassador and partnership coordination, paid social campaign management, preview and announcement support, conversion-led reporting.

Convert awareness into sign-ups, ticket demand and opening anticipation.

04 LaunchMarch 2027 onwardsfrom £2,500 / mo£5,000 (Mar + Apr)Increased publishing frequency plus live coverage

Launch campaign management, live and reactive coverage of the soft launch week and public opening, creator and partner activation, paid social optimisation, launch reporting and retention strategy.

Make OFF-GRID culturally visible and commercially successful at opening.

A 10 per cent success fee applies to cash brand partnerships that Rhi-Styled originates and secures directly. Existing relationships and non-cash partnerships are excluded unless agreed separately in writing.

An equity or share option component may be explored in recognition of the reduced early-stage cash retainer. Terms remain open to agreement.

Targets by opening: 100k plus combined social audience, 15k plus owned audience registrations, 2m plus monthly launch reach, 4 to 6 per cent organic engagement and 5 to 8 confirmed partnership activations.

Brand, Film & Website Build · Costed Schedule

£39,500 one-off

One-off production costs needed to hit the timeline. Figures are working estimates at current London market rates and should be confirmed against quotes. Nick owns every build item apart from the film and photography, which sit with Rhi-Styled and her videographers.

Brand identity completion & guidelinesNick£4,500

Brief w/c 5 Oct · delivered 23 Oct 2026

Final logo lockups, type and colour system, motion behaviour, applied guidelines. Needed before the 26 October brand announcement.

Crowdfund film (Rhi-Styled videographers)Rhi-Styled£8,500

Treatment w/c 12 Oct · shoot w/c 19 Oct · delivered 16 Nov 2026

Two shoot days, director, DOP, sound, grade and sound design. Delivers the main Crowdcube film plus vertical cutdowns for paid social and the announcement day rollout.

Photography libraryRhi-Styled£1,500

Shoot w/c 19 Oct 2026

Founder, site and arch photography captured alongside the film shoot. Feeds press, the pitch page, the website and the first three months of social.

Holding page & community sign-upNick£1,800

Live 23 Oct 2026

Coming soon page, waiting list capture, CRM connection and tracking. Live three days before the brand announcement.

Brand asset packNick£3,200

Delivered 20 Nov 2026

Social templates, out-of-home artwork masters, investor deck and data room design, email templates, signage artwork. Locked for the 19 November announcement day.

3D renders & CGI fly-throughsNick£6,000

Delivered 19 Feb 2027

Ultra-HD walkthroughs of all four arches and The Yard, supplying creative Formats B and D while the build is still in progress.

Full website & booking systemNick£14,000

Build Jan · live 26 Feb 2027

Design and build of the booking-ready site: timed Aether entry, Arch 4 gaming slots, Lab programming tickets, space hire enquiries, memberships, CRM and analytics. Paid across January and February.

View 03 · Spend Playbook

Stage 1 — Brand Announcement & Crowdfund

October – December 2026

Goal · Stage 1

Launch the OFF-GRID brand on 26 October, build the community list through November, and carry the Crowdcube campaign from the 19 November announcement to close on 16 December.

£41,200

Digital Plan

£36,700 Allocation

Rhi-Styled leads the digital function from October. October and November activity is brand and community only, with no mention of the raise until Crowdcube approves the pitch. Paid media steps up sharply for the live crowdfund run.

InstagramTikTokLinkedInMeta Paid SocialEmail & CRM

Rhi-Styled retainer (Oct £1,200 · Nov and Dec £1,750 / mo)£4,700
Brand identity completion & guidelines£4,500
Crowdfund film production (Rhi-Styled videographers)£8,500
Photography library£1,500
Holding page & community sign-up build£1,800
Brand asset pack (social, out-of-home, deck, email)£3,200
Paid social (Oct £2,500 · Nov £3,500 · Dec £6,000)£12,000
Investor email and CRM£500

Physical Plan · Out-of-Home

£4,500 Allocation

Light physical spend while the focus is the raise. Press office runs across all three months and the Battersea co-promotion carries the sign-up call to action on the estate.

Announcement & Crowdfund SupportOct – Dec · £4,500

PR and press office (3 months, three press beats)£3,000
Battersea estate co-promotion collateral£900
1,000 × A6 crowdfund flyers, print and distribution£600

View 03 · Spend Playbook

Stage 2 — Build & Demand

January – February 2027

Goal · Stage 2

Turn the build into content from 8 January, get the booking-ready website live in February, and open the waiting list so pre-bookings are banked before the soft launch.

£42,100

Digital Plan

£33,200 Allocation

The build diary runs weekly from January. The website and booking system goes live on 26 February, backed by 3D renders that show the finished arches while the build is still in progress.

TikTok SparkInstagram ReelsYouTube ShortsMeta Retargeting

Rhi-Styled retainer (£2,250 / mo × 2)£4,500
Website & booking system build (two stages)£14,000
3D renders and CGI fly-throughs£6,000
Build diary content capture£1,200
Paid social (Jan £3,000 · Feb £4,500)£7,500

Physical Plan · Out-of-Home

£8,900 Allocation

February teaser burst warms up transit anchors and cultural intersections eight weeks out from opening.

Teaser BurstFebruary 2027 · £8,900

1,000 × 4-Sheet print and distribution (2-week run)£3,045
1,000 × B2 print and distribution (4-week fly-posting)£1,290
10 × 8-Sheet print and distribution (2-week run)£1,500
5 × framed university and venue 6-Sheets£1,755
2,500 × A6 flyers, university halls£640
1,000 × die cut vinyl stickers£245
500 × floor stickers, print and install£425

View 03 · Spend Playbook

Stage 3 — Pre-Launch & Opening

March – April 2027

Goal · Stage 3

Fill the soft launch week from 27 March, then saturate London for the public opening on 10 April and convert the waiting list into opening-month footfall.

£55,385

Digital Plan

£17,450 Allocation

Soft launch week is filmed as the opening campaign. Time-of-day targeting splits daytime Site 1 cafe and workspace content from evening Site 2 nightlife, gaming and Lab programming.

Meta Local TargetingTikTok Geo-FencingTourist Site Partnerships

Rhi-Styled retainer (£2,500 / mo × 2)£5,000
Soft launch event production and live coverage£4,000
Paid social (Mar £6,500 · Apr £1,950)£8,450

Physical Plan · Out-of-Home

£37,935 Allocation

March rollout across the Underground and rail network, then full estate and roadside saturation through the April opening month.

Rollout Burst & PRMarch 2027 · £15,985

10 × phone box vinyls, print and install (full month)£1,800
28 × 4-Sheets, London Underground (2-week in-charge)£4,940
40 × 4-Sheets, rail (2-week in-charge)£4,320
1,000 × A3 retail drop (shops, cafes, bars, record shops)£945
21 hrs × A6 hand-to-hand flyering (stations, peak nights)£780
5,000 × A6 door-to-door distribution (GPS tracked)£700
PR launch push£2,500

Grand Launch SaturationApril 2027 · £21,950

2 × 48-Sheet billboards, premium roadside (2-week in-charge)£4,000
15 × 6-Sheet bus shelters, two creative versions£3,900
10 × taxi side wraps, both sides and tip seats (4-week run)£6,335
10 × digital university screens (full month)£3,315
50 × pavement chalk stencils (week 1 plus week 3 refresh)£900
5 nights × large-scale street projections, landmark walls£3,500

View 03 · Spend Playbook

Stage 4 — Ongoing Run-Rate

May 2027 onwards

Goal · Stage 4

Hold the 10,500 weekly guest baseline and scale up during landmark estate events towards the 14,234+ Upside.

£13,235 / mo

Digital Plan

£7,000 / mo Capped Run-Rate

Rhi-Styled continues to lead the digital function. LinkedIn carries corporate buyout showcases at up to £7,500 per two-hour window; Meta and TikTok retargeting loops carry consumer checkouts.

LinkedIn Campaign ManagerMeta RetargetingTikTok Retargeting

Rhi-Styled retainer£2,500 / mo
Ongoing asset updates£150 / mo
Abandoned ticket tracking£250 / mo
Continuous ad boosts for top-performing content£4,100 / mo

Physical Plan · Out-of-Home

£6,235 / mo Allocation

Local commuter network stability and print drops matched to landlord festival blocks such as CelebrASIA and the Glide ice rink.

Always-On Run-RateMonthly · £6,235 / mo

500 × B2 print and distribution, high-frequency street footprint£645
300 × 4-Sheet print and distribution, premium local sites£915
500 × die cut vinyl stickers, handout and fly-posting£125
10 hrs × A6 flyer distribution, key event and weekend nights£400
8 × 4-Sheets, London Underground (rolling network buy)£1,410
10 × 4-Sheets, rail (key London transit stations)£1,080
5 × digital university screens (term-time run)£1,660

Marketing Engine · Summary

Our marketing structure is built as a precision tool. The Digital Performance Engine uses a Limited Opening-Week Waiting List Funnel designed to drive early ticket bookings by highlighting the strict 50-person hourly room capacity, capturing the high-spending 20% travelling destination and international tourist pool. Concurrently, the Out-of-Home Physical Strategy blankets transit gateways and local high-density corridors to capture the 80% local daytime corporate and residential baseline, clearing fixed costs from day one without operational strain.

View 04 · KPI Tracking

Revenue & KPI Performance Tracking

Key metrics across owned, paid and earned channels.

Pre-Launch Validation · Overhead Protection

The pre-launch booking funnel validates our 5,000 (Conservative) and 10,500 (Base) weekly visitor targets by securing pre-booked demand across London before opening — protecting fixed overhead from day one.

Tracking against Base Scenario targets

Site 1 · Hospitality Loops

4,500/ wk

Track weekly checkout conversions, retail turnover and capacity fill-rates for Site 1 — daytime co-working, FOH cafe retail and evening DJ wet sales across Arch 1 & Arch 3.

Site 2 · Ticketed Programming

6,000/ wk

Track weekly ticket sales, checkout conversions and capacity fill-rates for Site 2 — Aether slots (50-person hourly cap), 90-minute gaming blocks in Arch 4, Main Bar wet sales and The Yard container bar. Note: the legacy P&L Base of 7,343 is flagged as an unrealistic density risk against these hard capacity limits.

Combined Total-Site Cross-Fade Yield

10,500/ wk

Monitor how daytime Site 1 visitors move into Site 2 afternoon workshops, evening gaming and late-night dancing — the total venue yield, recalculated per scenario.

Site 1 Cross-Pollination Yield

Daytime FOH cafe and Mezzanine co-working visitors convert into evening Lab ticket sales, lifting spend per guest above what a single-use hospitality venue achieves.

Corporate Buyout Presetsup to £7,500 / 2-hr window

Corporate buyouts in The Lab yield up to £7,500 per 2-hour window, filling quiet midweek daytime slots at premium dry-hire rates.

Guaranteed Licence Stream£36,000 pa risk-free

FOH Analogue Kits and Mezzanine Vinyl/Poster units generate a guaranteed £36,000 pa licence fee — entirely independent of footfall.

Marketing Spend Model · Blended CAC

View 4 pulls directly from the View 3 ledger: £138,685 of pre-opening investment from October 2026 to the April 2027 opening, then a capped £13,235 / mo run-rate, to show a clear cost of acquisition for each weekly milestone.

Pre-Launch Allocation£138,685

One-off pre-opening spend: £112,285 across the six months from October 2026 to March 2027, plus £26,400 in the April 2027 opening month. Seeds the city-wide waiting list and unlocks the 5,000 Conservative launch floor.

Monthly Run-Rate Cap£13,235 / mo

From May 2027 onwards: £7,000 / mo digital, including the Rhi-Styled retainer, plus £6,235 / mo physical drops secure the 10,500 Base weekly baseline and scale into 14,234+ Upside festival blocks.

Blended CAC · Base£0.29/ guest

10,500 guests/wk · ~45,465 guests/mo at the monthly spend cap.

Integrated 3-Phase Media Schedule

The six-month pre-opening campaign, October 2026 to the Phase 1 public opening on Saturday 10 April 2027, built to hit the 5,000 Conservative and 10,500 Base weekly guest targets from day one.

Phase 1 · Oct – Dec 2026 — Brand Announcement & Crowdfund

Brand launch on 26 October, community list build through November, then the Crowdcube campaign from the 19 November announcement to close on 16 December. Brand and venue only until Crowdcube approves the pitch.

OOH — Light physical spend: press office across all three months and Battersea estate co-promotion carrying the sign-up call to action.

Community list built and the raise closed£41,200 across three months

Priority 1

Owned CRM Channels

First-party data and verified activations.

Total database volume growth
Email open / click rates
Verified Neighbourhood Pass activations
Ad-attributed CRM logs

Priority 2

Paid Geo-Fenced Media

Efficiency and conversion inside target geofences.

Click-through rates (CTR) within target geofences
Local cost-per-thousand (CPM)
Weekly checkout conversions and capacity fill-rates — Site 1 hospitality vs Site 2 ticketed programming.
Total-site cross-over yield: Site 1 daytime retail and coffee visitors moving into Site 2 afternoon workshops, evening gaming and late-night dancing.
Abandonment recovery metrics
Track beverage conversion margins from Arch 3 (Main Bar) and The Yard container bar.
Monitor inventory turnover, cost profiles and retail velocity for FOH Analogue Kits (45% COGS buffer) alongside Arch 3 and The Yard wet sales.
Confirm FOH Analogue Kits + Mezzanine Vinyl/Poster licence as a combined £36,000 pa risk-free income line, independent of footfall.
Brand-merchandise conversion margins on capsule drops and custom-packaged technical merchandise.

Priority 3

Strategic OOH & London PR

Earned reach and B2B pipeline.

Earned media value calculations
OOH location impression counts
Organic brand search lift during projection-mapping periods
Weekly session fill rates for projection gaming slots.
Qualified B2B event inquiry volume
Stage 2 FAM mixer contract conversion rates
Mezzanine Vinyl & Vintage Poster Store sales velocity and recurring commission yield.

View 04 · KPI Tracking

Closed-Loop Attribution

Each layer feeds the next — earned reach lifts search, paid media converts intent, owned CRM retains it.

Earned OOH and PR lift organic brand search. Paid geo-fenced media converts that intent, and owned CRM retains it. Spend is continuously optimised towards the channels with the strongest verified return.

OFF-GRID Battersea

Launch Year 2026 · Confidential